1. Malcolm Bell VisitCornwall Cornwall Region, UK

2. What is Tourism or What Tourism Should Be The sustainable and sensitive advantage of a destination’s cultural, natural and built assets Environment and culture are the drivers for tourism in most destinations

3. Sustainable Tourism Vice Model Industry Host Community Visitor

4. Sensitive Tourism Visitors – compatible and sympathetic with local values and beliefs Maximise positive local impacts Economic Cultural Social Minimise negative impacts Night economy Public realm congestion

5. Cornwall Culture Statement Culture is a set up of distinctive, spiritual and material traits that characterise a community. it embraces literature and arts, as well as ways of life, value systems, traditions and beliefs.

6. Cultural and Creative Industries The economic/commercial advantage from the culture/creative sectors: Art & design Music and media Digital Advertising Cuisine

7. Creative/Cultur al Industry Attracts VisitorsSupport Tourism Sector Arts & Crafts Design Music Radio/TV/Media Digital/Web/Soc ial Advertising Creative Writing Cuisine/Food& Drink Heritage Sector

8. Therefore Tourism & creative/cultural sectors must work together!... …But this is easier said than done

9. Strengths, Weaknesses, Opportunities & Threats Strengths Integrated approach brings added value Saves resources Brings synergies Makes sense to those outside the sectors Weaknesses Not always natural allies ‘Cultural’ differences More people involved Increased need for planning and coordination

10. Opportunity Increased chance of securing resources Increased political support Added value- greater impact Threats Apples and pears! Death by meetings and committees Danger of compromise and appeasement leading to lowest common denominator Strengths, Weaknesses, Opportunities & Threats

11. Malcolm Bell VisitCornwall Cornwall Region, UK